Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Large Cooking Appliances in Japan

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Executive Summary

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PROSPECTS

Obstacles to growth

The limited space available in Japanese households acts as an obstacle to the development of the large cooking appliances category. Furthermore, there is less demand for large cooking appliances amongst single-person households, which are significantly increasing in number in Japan.

Contraction of dominant category

The decline in large cooking appliances in 2017 came despite a slight increase in housing completions, which generally favours the development of built-in large cooking appliances, as such appliances prove increasingly incompatible with demographic developments and changes in lifestyle. Lifestyle changes include a shift towards convenience-orientated food, such as ready meals, which favours the development of categories such as microwaves and small cooking appliances over large cooking appliances.

Freestanding cooker hoods stand out, but outlook bleak

Freestanding cooker hoods was the only large cooking appliances category to register volume growth in 2017. Japan’s high level of cooker hood ownership is underpinned by significant consumer awareness of respiratory health and household hygiene.

COMPETITIVE LANDSCAPE

Fuji Industrial extends lead

Fuji Industrial extended its lead in large cooking appliances in 2017, as it increased its volume share slightly to 33%. The company’s strength and share expansion were both founded on its domination of the built-in and freestanding cooker hoods categories.

Domestic players dominate

Domestic players dominate the large cooking appliances category in Japan. In part, this is down to the legal safety requirements imposed on the category, which present a significant barrier to foreign companies.

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